Pure London expands womenswear area for AW18 following strong demand

Fashion trade show Pure said its AW18 edition will feature its largest collection of womenswear brands to date, boosted by strong growth in both first-time exhibitors and returning brands.

Photo: A LineAs a result and after a consultation with exhibitors and visitors, organisers have decided to streamline the womenswear offering by dividing the brands into two distinct areas, called Womenswear and Premium Womenswear.

Julie Driscoll, Managing Director for Pure London at Ascential commented: “We are thrilled by the continued growth of our womenswear portfolio. Being able to present such a varied and exciting offer including International and British brands, newness, individuality and exclusivity of product to buyers and retailers remains the ethos of Pure London.”

Chinese-born American designer Ying Cai, Spanish brand Coosy, Indian clothing company Vidhl Wadhwani, and premium emerging Romanian brand Thaïs & Ströe will be presenting in the show’s new Premium Womenswear area. The section will showcase designer brands, new talent and elevated collections, building on the 40% growth of premium labels at the show.

Within Womenswear, visitors can expect to see a strong line-up including French brands including Chantal B, Lovie & Co, Rene Derhy and Mat de Misaine, as well as Danish companies Soyaconcept, Godske and Masai. There will be also brands from Greece, Taiwan, Germany and the Netherlands, while East, Joe Browns, Blanck, Thought and Emily and Fin are returning to the event for AW18.

Eveningwear will be presented at the front of the show next to Premium Womenswear, with designers including Linea Raffaelli, Gabriela Sanchez and Adriana Papell introducing their collections.

Brazilian fitness label Live! and British brands Xavi Active and Jilla Active have been confirmed as part of the athleisure concept.

The AW18 edition of Pure London will take place from 11-13 February at London Olympia. One of the UK’s largest fashion trade shows, Pure is organised by Ascential, which owns trend forecasting company WGSN.